Typical errors in questionnaire design

1) The respondent feels that the question asked is none of the person’s business (e.g., what is your family income, how old are you)

2) Questions lack a standard point of reference (e.g., do you like a large kitchen?)

3) The respondent doesn’t know the answer (e.g., what is diameter of your ring finger in centimeters?)

4) The respondent can’t remember and makes a guess (e.g., how many phone calls did you make each year in the 90’s?)

5) Questions are asked in the wrong sequence (e.g., asking tougher more private questions too early before you’ve established a rapport).

Questionnaire design process

1. Preliminary Decisions
1. Exactly what information is required?
2. Exactly who are the target respondents?
3. What method of communication will be used to reach these respondents?
2. Decisions about question content
1. Is this question really needed?
2. Is this question sufficient to generate the needed information?
3. Can the respondent answer the question correctly?
4. Will the respondent answer the question correctly?
5. Are there any external events that might bias the response to the question?
3. Decisions about response format
1. Can this question be best asked as an-open ended, multiple choice or multi-part question?
4. Decisions concerning question phrasing
1. Do the words used have but one meaning to all respondents (i.e. is it ambiguous)?
2. Are any of the words or phrases loaded or leading in any way?
3. Are there any implied alternatives to the question?
4. Are there any unstated assumptions related to the question?
5. Will the respondents approach the question from the frame of reference desired by the researcher?
5. Decisions concerning question sequence
1. Are the questions organized in a logical manner that avoids introducing errors?
6. Decisions on the layout of the questionnaire
1. Is the questionnaire designed in a manner to avoid confusion and minimize recording errors.
7. Pretest and revise (JT: This goes for the whole study – run a pilot study!)
1. Has the final questionnaire been subjected to a thorough pretest, using respondents similar to those who will be included in the final survey?

For further information see:

1) Fundamentals of Marketing by Sommers, Barnes, Stanton, Futrell

2) Consumer Behavior: Implications for Marketing Strategy by Hawkins, Best and Coney